El impacto del marketing sensorial en la lealtad de los clientes en los clubes deportivos privados: Utilizando el valor percibido como variable mediadora

Autores/as

  • M. Soleimani
  • S. Ahmadi
  • A. Akbar Zohrehvand
DOI: https://doi.org/10.6018/sportk.461801
Palabras clave: Marketing sensorial, valor percibido, lealtad del cliente, clubes deportivos privados

Resumen

El propósito de esta investigación fue investigar el efecto del marketing sensorial en la lealtad de los clientes de los clubes deportivos privados, con el papel mediador del valor percibido. La muestra estuvo compuesta por 385 personas (18 a 65 años) que acudían a clubes deportivos privados en Teherán en 2019. Los tres instrumentos utilizados fueron: Cuestionario de Marketing Sensorial, Cuestionario de Valor Percibido, Cuestionario de Lealtad Conductual y Actitudinal. El análisis de datos mostró que el marketing sensorial a través del valor percibido puede ser eficaz en la lealtad de conducta y de actitud de los clientes de los clubes deportivos privados. Por tanto, los directivos de los clubes deportivos deben ir más allá de medir la satisfacción del cliente y la calidad de los servicios prestados y centrarse en la fidelización de los clientes, porque la clave para atraer y fidelizar clientes es mejorar su actitud positiva hacia los proveedores de servicios deportivos.

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Publicado
01-01-2021
Cómo citar
Soleimani, M., Ahmadi, S., & Akbar Zohrehvand, A. (2021). El impacto del marketing sensorial en la lealtad de los clientes en los clubes deportivos privados: Utilizando el valor percibido como variable mediadora. SPORT TK-Revista EuroAmericana De Ciencias Del Deporte, 10(1), 119-124. https://doi.org/10.6018/sportk.461801
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